Saturday, June 9, 2018

Foodservice Marketing Partnerships Drive Success at Sprite, Shake Shack, McDonald’s

Foodservice Solutions® Grocerant Guru® Steven Johnson in January 2018 announced that strategic partnerships would be the undercurrent of a new electricity driving foodservice top line growth and bottom-line profits moving forward.   Well here is another example McDonalds and Shake Shack partner with Joe Freshgoods and Allbirds to release limited edition mashup merchandise.
According to Johnson, “Brand relevance is in part driven with innovation in new food products in combination with new avenues of distribution all of which are the platform for the new electricity.”
Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, urban clothing, grocerant consultants, urban farming (produce, seafood, etc.), autonomous delivery, cashier-less retail, cash-less payments, digital hand held marketing. This program has all of that.
Foodservice retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different.  That will require brands to embrace new fresh food partnerships more now than ever before according to Johnson.
Retailers understand that as brands release new products, one of the lessons they are learning is that partnering with another popular brand can help build the excitement. Two recent promotions featured seemingly odd partnerships in which fast food met fashion. In the first of these brand collabs, the popular burger chain Shake Shack teamed up with San Francisco shoe maker Allbirds.
The new electricity Allbirds provided was an exclusive shoe in white wool with green laces, featuring the Shake Shack logo on the tongue. The shoe is only available for purchase at Shake Shack’s original Madison Square Park location in Manhattan. Shake Shack will also be serving its new Hokey Pokey Shake to celebrate the collaboration.
The new electricity  Sprite and McDonald’s created was partnering with streetwear designer Joe Freshgoods to promote the fast food chain’s new exclusive Sprite flavor, the Mix. The fashionable clothing line will be available only at a select few McDonald’s locations. Spotify is also getting in on the fun with an exclusive track by rapper KYLE.
Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday that tomorrow?  Visit for more information or contact: Remember success does leave clues and we just may have the clue you need to propel your continued success.

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